What Berni Group does

Berni Group S.r.l. is an Italian, family-owned B2B wholesale distributor of household and outdoor consumer goods, headquartered in Luzzara, Reggio Emilia. Founded in 1946 as Berni Irio & C. — originally a retailer of agricultural and household tools — the company now coordinates an owned factory in Hangzhou, China, producing goods to EU quality standards, while maintaining Italian production for selected SKUs. Its product portfolio spans shopping bags, baskets and trolleys; kitchen tools; household cleaning equipment; gazebos and event shelters (across Light, Plus, Medium, Junior, and Maxy sub-lines with accessories); gardening and DIY tools; lighting products (LED, solar, touch, rechargeable); wellness and leisure items; and personal protection/hygiene products.

The business sells exclusively to VAT-registered trade buyers (wholesalers, retailers, large distribution chains, and itinerant market sellers), with private consumers redirected to a separate BerniShop site. Pricing is quote-based and not publicly disclosed; customers must register and be verified to view the price list. Orders are placed by phone, fax, email, or through a gated website customer portal, and are processed upon receipt of bank-transfer payment, with the customer always bearing transport costs. Direct pickup at the Luzzara warehouse is available for buyers who want to eliminate freight charges.

Commercially, the company competes on breadth of assortment, dual Italy-China delivery flexibility, patented proprietary designs, and a core sales-enablement partnership called Video Group Family Line, which uses owned video content co-managed with large retailers and is reported to lift sell-through by up to 30%. Marketing is conducted through trade catalogs, trade fairs, email newsletters, and Facebook and YouTube channels. Ownership remains private and within the founding family; no institutional investors, funding rounds, M&A, or revenue figures are disclosed in the source material.

Name

Berni Group

Legal name

Berni Group S.r.l.

Website

https://bernigroup.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

11–50 employees

Short description

Berni Group is a privately held, family-owned Italian B2B wholesaler founded in 1946 that distributes household, kitchen, cleaning, gazebo, lighting, and outdoor products to VAT-registered retailers, wholesalers, large distribution chains, and itinerant sellers, sourcing from both Italy and a coordinated factory in Hangzhou, China.

Ownership category

akta.pro rank

Product category

Wholesale Household and Consumer Goods Distribution

NAICS

Hardware Merchant Wholesalers (423710)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Membership Wholesale Clubs (B2B & B2B2C) (CRAEAEAB)

akta.pro secondary industries

Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD), Office, Janitorial & Facility Supplies (B2B) (CRAEAEAE), Health, Beauty & Pharmacy Bulk Wholesale (B2B) (CRAEAEAI)

Keywords

• Wholesale household goods
• Kitchen cleaning supplies
• Shopping bags trolleys
• Gazebo outdoor products
• B2B consumer products

Headquarters

HQ city

Luzzara

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Wholesale Product Sales: B2B wholesale distribution of household, shopping, and outdoor products. Products include shopping bags, trolleys, baskets, kitchen tools, cleaning tools, gardening equipment, gazebos, and lighting products. Sells exclusively to businesses holding VAT numbers (B2B).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Berni Group is a B2B wholesaler that selects, manufactures (via a coordinated factory in Hangzhou, China) and distributes a broad range of household, kitchen, cleaning, shopping, gardening, lighting, and outdoor products (including shopping bags, trolleys, gazebos, kitchen tools, lighting, sanitizers, and gardening equipment). The company sells exclusively to businesses holding VAT numbers (retailers, wholesalers, large distribution chains, and itinerant sellers) across European markets, with order intake via phone, fax, email, and a registered-customer web portal.

Product overview

Berni Group is a B2B wholesale company founded in 1946, offering a diversified portfolio of household and commercial products. The product range includes shopping bags, baskets and trolleys (with sub-categories for reusable bags, foldable bags, bottle holders, and wheeled trolleys), gazebos (available in Light, Plus, Medium, Junior, and Maxy lines with various frame materials and sizes), kitchen tools (pots, choppers, graters), cleaning tools (mops, wringers, cloths, detergents), lighting products (LED lamps, flashlights, solar lamps, camping torches), gardening and DIY tools, wellness and leisure products, and personal protective equipment. The company operates a factory in Hangzhou, China and offers both Chinese and Italian delivery with personalized production capabilities. Some products are covered by patent protection.

Differentiator

Problem solved

Functional benefit

Brands

• Video Group Family Line: A partnership between Videos and customer to enlarge and speed up the selling of products using video display.

Products and services

• Borse, cesti e trolley (shopping bags, baskets, and trolleys) Wholesale range of shopping bags, baskets, and wheeled trolleys for grocery shopping, leisure, and picnics, including reusable bags, foldable bags, bottle holders, and trolleys with varying capacities. Sold to VAT-holding retailers, wholesalers, and itinerant sellers for resale.
• Casalinghi cucina (kitchen tools and accessories) Wholesale kitchen tools and accessories including pots, vegetable choppers, graters, and other cooking utensils. Sold to VAT-holding businesses for retail resale.
• Casalinghi pulizia (household cleaning tools) Wholesale household cleaning tools including wringers, mops, cloths, and cleaning detergents. Sold to VAT-holding businesses for retail resale.
• Gazebo line (Light, Plus, Medium, Junior, Maxy, and accessories) Wholesale range of large gazebos for events, exhibitions, and outdoor markets, offered in five sub-lines (Light, Plus, Medium, Junior, Maxy) with square iron, square aluminium, and hexagonal aluminium frames in sizes from 2x2 m to 3x6 m, plus accessories including rain gutters, ballast bags (5L to 20L), and lamp holder cables.
• Illuminazione (lighting products) Wholesale lighting products including LED lamps with cords, flashlights, magnet lamps, solar lamps, touch lamps, camping torches, door hinge lights, and rechargeable batteries. Sold to VAT-holding businesses for retail resale.
• Giardinaggio e Ferramenta (gardening and DIY tools) Wholesale gardening and DIY tools including scissors, sharpeners, and other implements for gardening and home improvement. Sold to VAT-holding businesses for retail resale.
• Benessere e tempo libero (wellness and leisure products) Wholesale range of wellness and leisure products for personal well-being and recreational activities. Sold to VAT-holding businesses for retail resale.
• Igienizzanti, mascherine e guanti (sanitizers, face masks, and gloves) Wholesale personal protection and hygiene products including sanitizers, face masks, and gloves. Sold to VAT-holding businesses for retail resale.

Quantifiable outcome

• Sales increase of up to 30% through Video Group Family Line video partnership

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Video Group Family LinecoreStrategic or Co-development PartnerA partnership between Videos and Berni Group to enlarge and speed up the selling of products. By using videos, the selling has increased up to 30%. Videos belong to Berni Group and will be managed with large retailers only in common agreement. This represents a core strategic partnership for enhancing sales through visual content.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Selex Gruppo Commerciale: Selex is a major Italian retail consortium (cash & carry, supermarkets, hypermarkets) that buys household goods at scale from wholesalers like Berni. Comparable as a regional channel for household and consumer goods distribution in Italy.
• Consorzio C3: Consorzio C3 is an Italian retail group representing independent retailers in procurement and wholesale supply. Comparable as an Italian B2B wholesale/buying group operating in similar geography and customer base (SMB retailers and ambulanti).

Broad incumbents

• Bricoman Italia: Bricoman is a French/Italian B2B retail/wholesale chain serving tradespeople and small retailers with hardware, tools, and household supplies. Comparable as a broad incumbent serving similar Italian professional and SMB retail buyers with household/hardware assortments.
• METRO AG: METRO AG is Europe's largest cash-and-carry/wholesale club operator serving HoReCa and independent retailers with food and non-food assortments. Comparable as a broad incumbent in the B2B wholesale distribution space where Berni operates, though much larger and food-centric.
• Keter Group: Keter is a large global manufacturer of resin-based household, storage, and outdoor products (including gazebos/shelters) sold through retail/wholesale channels. Comparable as a broad incumbent in gazebos and outdoor household goods, overlapping directly with Berni's gazebo category.

Emerging players

• Curver (part of Keter): Curver is a European household goods brand focused on storage, cleaning, and kitchen solutions sold through retail wholesale. Comparable for product overlap in cleaning tools, kitchenware, and household storage categories.
• Rotho Kunststoff AG: Rotho is a European household goods manufacturer offering waste bins, cleaning, kitchen, and pet products through retail/wholesale. Comparable as a European peer in the same household and cleaning product categories distributed through retail channels.
• Soehnle (Leifheit Group): Leifheit Group (including Soehnle) is a German household goods company selling cleaning, kitchen, and wellness products through European retail wholesale. Comparable as a peer in kitchen tools, cleaning, and consumer household products.

Others

• Detlev Louis Motorradvertriebs GmbH: Louis is a European B2B/B2C retailer and wholesaler of accessories. Listed as an adjacent comparator rather than direct peer; included only to illustrate European specialty wholesale distribution models, though product category differs from Berni.

Direct peers

• Wenko-Wünsche GmbH: Wenko is a German-based household goods brand/manufacturer selling cleaning, kitchen, bathroom, and wellness products through European retail wholesale. Comparable as a direct peer in household consumer goods wholesale, with similar product breadth in kitchen, cleaning, and wellness categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC7YIZTYjjbIkfiy8W0Iijlg
• Facebookfacebook.com/BERNI-GROUP-SRL-1775645902537872
• LinkedInlinkedin.com/company/berni-group-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Berni Group